Extension Approaches in Extension Teaching Methods

AGRICULTURAL EXTENSION
AND COMMUNICATION
RYAN PAUL C. CAALEM, LPT, RA

Three Terms of Approaches
in extension
Approaches
Method
Technique
3
Approaches
Method
Technique

Approache
s
Embraces the entire spectrum of the
process. It states a point of view, a
philosophy, an article of faith. Within an
approach, there can be several methods.
An approaches is an enlightened
viewpoint toward teaching/ technology
promotion. It provides philosophy and
orientation to the whole process of
techniques /techno promotion where the
selection of a method is just a part of it 4

Method
It is procedural consisting of
a series of actions arranged
logically for the smooth operation
of a particular teaching task or
techno promotion.
Method is the procedure or
step by step way by guiding
perspective Clients or Adopters and
knowing trying and adopting
specific technology
5

It is implemental, having an
immediate applicability to the
EW/teacher owning to its
specificity, feasibility and
convenience to the one using it.
6
Technique

Extension Approach
An Extension Approach is an organized and
coherent combination of strategies and methods,
designed to make rural extension effective in a
certain area designed to make rural extension
effective in a certain area.
*embodies the philosophy of a system
* spells the doctrine of the system
*style of action which by and large, determines the
direction and nature/style of the various aspects of
the system (e.g., structure, leadership, program,
methods, resources and linkages)
7

EXTENSION APPROACHES
1. General Agricultural Extension Approach
2. Commodity Specialized Approach
3. Project Approach
4. Farming Systems Development Approach
5. Training and Visit System Approach
6. The Cost-Sharing Approach
7. Agricultural Extension Participatory Approach
8. Educational Institution Approach
9. Mass Approach
10. Single-Purpose Approach
11. Community Approach
12. Area Approach
13. Integrated Approach 8

a. General Nature:
› Transfer of Technology
(TOT)
b. Basic Assumption:
› Technology and
information are
available but are not
being used by the
farmers. If these could
be communicated to
farmers, farm practices
would be improved.
1. General Agricultural
Extension Approach (GAE)
c. Purpose:
› To help farmers increase their
production.
d. Program Planning:
› Controlled by government
› Changes in priority, from time
to time are made on a
national basis with freedom
for local adaptation.
e. Implementation:
› Carried by a large field staff
assigned throughout country
Demonstration plots are
major techniques. 9

ADVANTAGES & DISADVANTAGES
f. Advantages:
› Interpret national
government
policies and
procedures to the
local people; covers
the whole nation:
relatively rapid
communication
from the ministry
level to rural
people.
g. Advantages:
› Lacks two-way flow of
communication.
› Fails to adjust
extension messages to
different localities.
› Field staff not
accountable to rural
people.
› Expensive and
inefficient.
10
h. Measure of Success:
› Increase in national production of commodities being
emphasized in national program.

2. Commodity Specialized
Approach (CSA)
a. General Nature:
› Highly specialized
› Focuses on one export crop or
one aspect of farming
› The way to increase productivity
and production of a particular
commodity is to concentrate on
that one grouping extension
with such other functions as
research, input supply, output
marketing, credit, and
sometimes price control, will
make the whole system
productive.
11
c. Purpose:
› Increase production of a
particular commodity
› Sometimes to increase
utilization of a particular
agricultural input
d. Program Planning
› Controlled by commodity
organization
e. Implementation :
› Carried by a large field staff
assigned throughout the
country
› Demonstration plots are
major techniques

ADVANTAGES &
DISADVANTAGES
f. Advantages:
› Technology tends to "fit" the
production problems and so
extension messages tend to be
appropriate because of
coordination with research and
marketing people, messages tend
to be delivered in a timely
manner Focus on a narrow range
of technical concerns Higher
salary incentives.
› Focus on narrow range of
technical concerns
› Higher salary incentives
› Closer management and
supervision Fewer farmers per
extension worker easier to
monitor and evaluate Relatively
g. Disadvantages:
› Interests of farmers may
have less priority than those
of commodity organization.
› Does not provide advisory
service to other aspects of
farming.
› Commodity organization
maybe promoting its
commodity even in
situations where it is no
longer in the national
interest to be increasing
production of that particular
commodity.
12
› Increase in yield and total production of
the crops being emphasized.

3. The Project Approach (PA)
a. General Nature:
Fixed period of time, large
funding
Better results can be
achieved in a particular
location, during a specified
time period, with large
infusion of outside resources,
high impact activities,
carried out under artificial
circumstances, will have
some continuity after
outside financial support is
no longer available.
13
c. Purpose:
› To demonstrate, within project area,
what can be accomplished on a
relatively short period of time
› To test the validity of alternative
extension method
d. Program Planning:
› Controlled by outsiders, we general
government, the donor agency or some
combination.
e. Implementation :
› Flow of good ideas from the project to
areas outside the project
› Includes a project management staff,
project allowances for field staff, better
transportation, facilities, equipment
and housing than regular government
programs.

f. Advantages:
› Focus enables evaluation
of effectiveness and
sometimes "quick results"
for a foreign donor.
› Novel techniques and
methods can be treated
and experimented with
within the limits of the
project.
g. Disadvantages:
› Usually too short time
period.
› Money provided tends to be
more than what is
appropriate.
› Double standards.
› When money ends, project
extension programs most
often end also.
14
› Increase in yield and total production of the crops being
emphasized.

4. The Farming Systems
Development Approach (FSDA)
a. General Nature:
› Interdisciplinary approach,
i.e., involves scientific
discipline
› b. Basic Assumption:
› Technology which fits the
needs of farmers
particularly the small
farmers, is not available and
needs to be generated
locally
15
c. Purpose:
› To provide extension persons, and through their
farm people, with research results tailored to
meet the needs and interests of local farming
systems conditions
d. Program Planning
› Evolve slowly during the process for different
climatic farm ecosystem types since program
takes it account a holistic approach to the plants,
animals, and the people in each particular
location.
› Control of program shared jointly by local farm
men and women, extension people and
agricultural researchers.
e. Implementation :
› Through partnership of research and extension
personnel with the local people, taking a systems
approach to the farm
› Requires research personnel to go to the farm,
listen to farmers and in collaboration with them
and the extension personnel, understand the

ADVANTAGES &
DISADVANTAGES
f. Advantages:
› Local control of program
planning increases relevance of
program content and methods
to needs and interests of
clientele
› Higher adoption rates
› Effective communication
between local people and
extension personnel Lower
cost to central government and
local people
› Lower costs to central
government and local people.
g. Disadvantages:
› Some degree of difficulty in
working in a multi
disciplinary team
› No quick results in
development of
appropriate technology
16
› Extent to which farm
people adopt technologies
developed in the program
and continue to use them
over time.

5. The Training and Visit Approach (T
&V)
a. General Nature:
› Highly disciplined and
patterned with fixed schedules
for training of extension
workers, SMSs, and visits by
extension workers to farmers.
› Extension personnel poorly
trained, not up-to-date and tend
not to visit farmers, but stay in
offices.
› Management and supervision is
not adequate.
› Two-way communication between
research and extension units and
between extension staff and
farmers can be achieved. 17
c. Purpose:
› • To induce farmers to
increase production of
specified crops.
d. Implementation :
› Fortnightly training of
village extension workers
(VEW) by SMSs.
› Fortnightly visits by village
extension workers to small
groups of farmers or to
individual "contact"
farmers.

f. Advantages:
› Pressure on governments
to organize a large number
of small agricultural units
into one integrated system.
› Brings discipline to the
system village extension
workers become more up-
to-date with information.
› Closer technical
supervision.
g. Disadvantages:
› High long-term costs to
governments due to size of
VEWS expanding.
› Lack of actual two-way
communication.
› Technology relevant to
farmers not integrated.
› Lack of flexibility to change
programs as needs and
interests of farmers change
staff tires of vigorous,
patterned activities without
appropriate rewards.
18
› Increase in yield and total
production of the crops being
emphasized.

6. The cost-sharing approach (CSA)
a. Basic Assumption:
› Any non – formal education
program is more likely to
achieve its goals it those who
benefit from it share some part
of the cost.
› Program would more likely
serve interest of the clients if
costs are shared between
“outside” sponsors and “inside”
target groups.
› Commitment of learners to
participate if they pay some
part of the cost.
19
c. Purpose:
› To make funding of
agricultural extension
affordable and
sustainable both at
central and local levels.
d. Program Planning
› Shared by various levels
paying the host but must
be responsive to local
interests in order to
maintain cooperative
financial arrangements.

ADVANTAGES &
DISADVANTAGES
f. Advantages:
› Some measure of local
control of program
planning increases
relevance of program
content and methods to
need of clients.
› Higher adoption rates.
› Effective communication
between local people and
extension worker.
› Lower cost of central
government and local
people.
g. Disadvantages:
› More difficult for central
government to control either
program or personnel
20
› Farm people's willingness and
ability to prove some share of
the cost, individually or
through their local
government units.

7. Participatory Approach
a. General Nature:
› Puts responsibility of determining
agricultural extension programs in the
hand of farmers making them partners
with GOs and NGOs.
› The farming people have much wisdom
regarding food production from their land.
› There is IKS different from the scientific
knowledge system but there is much to be
gained from the interaction of the two.
› Needed is participation of farmers,
research and related service.
› There is a reinforcing effect in group
learning and group action.
› Extension efficiency is gained by focusing
on important points based on expressed
needs of farmers. 21
c. Purpose:
› To increase production of
farming people, increase
consumption and
enhance the quality of
life or rural people.
d. Program Planning
› Controlled locally often
by farmers association.
e. Implementation :
› Features meeting and
discussions of farmers
problem.
› Exploring situations with
extension officers.

ADVANTAGES &
DISADVANTAGES
f. Advantages:
› Relevance or fit of the
program.
› Mutually supportive
relationship which
develop among
participants.
› Lesser cost.
› Stimulates increased
awareness, confidence,
and activity among farm
people
g. Disadvantages:
› Lack of control of program
from central government
› Difficulty of managing ,
reporting and accounting
› Pressure people might bring
on central units
› People influenced on
personnel management like
transfer , selection,
promotion etc.
22
› Continuity of local extension organisations and the benefits to the
community.
› Extent of participation of key stakeholders in programme planning and
implementation

8. Educational Institution
Approach
› Extension is done by academic institution.
› Agricultural education have technical
knowledge relevant to the farm .
› Provide opportunity for student and faculty
interact with farmers and experience actual
agriculture.
› Generally controlled by those who design the
curriculum of the educational institution.
23

9. Mass Approach
If an extension agency utilizes the
mass approach, the target adopters of
technology are the mass of people
whose identify, and number are
unknown. It utilizes strategies and
methods that can reach a great number
of people in a short period of time like
print or broadcast media.
24

10. Single-Purpose Approach
The extension agency as the
initiator of technology promotion is
promoting a single technology. As the
name implies the promotion is single
purpose ( one product, practice,
equipment ). They use different methods
and strategies but focus on the number
of products being sold or disposed
25

11. Community Approach
The local political structure
spearheads and play active role in
designing the development program. The
local development councils at barangay,
municipal, city levels are mobilized as
planning bodies. Using the IRA (Internal
Revenue Unit) and other funding sources.
Various social institution such as school,
church, market, family are involved in the
development.
26

12. Area Approach
The target is categorized by
regions. It can be categorized according
to ecological zones. An extension agency
introduces different technologies
according to the needs and source of the
Area
27

13. Integrated Approach
The program put together the
services of various agencies to
implement a particular approach. They
share resources, agree on common goals
and approaches.
28

Transfer of Technology Approach
› (TOT) model is based on the assumption that the
transfer of technology and knowledge from
scientist to farmers will trigger development .
› Researcher’s task to identify, analyze and solve
farmers’ technical problems .
› Solutions have normally been developed at
research stations .
› Results will be translated as messages to farmers
via extension worker, who is the link between
researcher and farmers.

Participatory Technology Development
› (PTD) is essentially a process of purposeful and creative
interaction between the villagers and outside
facilitators.
› Partners try to increase their understanding on the
main traits and dynamics of agro-ecological systems, to
define priority problems and to experiment locally with
variety of technological “options”.
› Main aim of PTD is enhancing the local capacity to
analyze on going processes and to develop relevant
and feasible technological innovations suited to the
local condition.

What is Extension Teaching
Methods?
Extension Teaching Methods may be
defined as the devices used to create situations
in which communication can take place
between the instructor and the learner or
teacher and student or Extension worker and
the rural people.

Definition of Important Concepts
 Teaching - is the process of transmitting ideas, information,
technologies from one person to another with the intent of enhancing
and modifying the learner's, knowledge, attitude and skill.
 Method - refers to the systematic procedure employed by extension
worker in getting the vital information across the client learners.
 Techniques - refers to the art or skill of performance. The extension
worker's teaching techniques spell the success or failure of the
methods employed.
 Device is a "little method". It is a teaching aid or a tool use to
facilitate instruction.

V
TECHNIQUES
METHOD
TEACHING
DEVICE

Factors to consider in the choice
of teaching method to use
1. Human factors
2. The objectives
3. Subject matter
4. Available materials and facilities
5. Time consideration
6. Available budget support

Classification of The
Extension Teaching Methods
An effective extension worker is one who
reaches out to as many rural families as he can,
promoting information and technologies which can
serve as alternative options for them to improve
their way of farming and living.

Extension teaching methods may
be broadly into three, namely;
1. INDIVIDUAL METHODS
2. GROUP METHODS
3. MASS MEDIA METHODS

INDIVIDUAL
METHODS
- which include the farm
and home visit, office call
telephone, cellphone, text
messaging, letters, and
result demonstration.

Farm and home visit - involves
interpersonal interaction between the
extension worker and clientele either in the
farm or home of the later.
Office call - this is the reverse of the farm
and home visit as the clientele is the one
who goes to the extension office to seek for
technical assistant from extension worker.
Telephone/cellphone/text messaging -
this method is the reverse both farm/home
visit and office call as it lack the personal or
face to face contact between the clientele
and extension worker.

Letters - as an extension worker
can also make use of a business in
transmitting important information.
Result demonstration - this is a
method of teaching that usually
conducted in the farmers field
involving of the cooperation of a
selected cooperator whereby a
component technology or a
recommended practice is
demonstrated side by side with an
existing practice.

GROUP
METHODS
- like lecture, meetings
method demonstration,
group discussion, field trips
or lakbay-aral, seminar,
conference, role playing,
achievement days and
farmer field school.

Lecture - is a prepared oral presentation on
a given subject by a trainer or a resource
person while the audience is usually passive,
i.e., Simply taking notes or just listening.
Meetings - is a gathering of the officers and
members of an organized group, or a group
of intended clientele with the extension
worker for a definite purpose.
Method demonstration - this method
emphasizes the principle
of "learning by doing". It is easy to learn
things if the extension worker not only "tell
how" but also "show how" the skill is being
done.

Field trip/Lakbay-aral - is a planned and guided
visit of a group of participants to a specific site or
sites for the purpose of obtaining first-hand
information about an organization and its services
and products.
Seminar - a meeting whereby a group of
advanced students studying under a professor
with each doing original research and all
exchanging results through reports and
discussions.
Conference - is a meeting of individuals,
preferably a small number usually in a round table
situation, who meet for a specific purpose.
Role playing - methods from adopting roles from
real life other than those being played by the
person concerned and understanding the dynamic
of those roles.

Group discussion - is an activity where a group
of 3 to 10 people meet together to discuss
informally but deliberately a topic of mutual
concern usually under the guidance of a leader .
Achievement days - as the term suggests is
held to give public recognition to worthwhile
accomplishments of the extension office, farmers
cooperator and the like.
Farmer field school (FFS) - is a season long
event conducted in the field wherein the farmers
are encouraged to explore and discover
themselves new technologies options in a
systematic manner and to make decisions based
on their own learnings.

MASS MEDIA
METHODS
- Such as radio,
television, print
media, fairs, field
days and exhibits.

Print media - included under the
printer media are the different
publications produced such as
brochures, leaflet, information
bulletins, newspaper, circulars, wall
newspapers, comics used to
disseminate technologies and other
valuable information to intended
clienteles.

1. Poster
2. Leaflets
3. Circular letters
4. Newspaper
5. Primer
6. Brochures
7. Booklets
To avoid confusion, the different publications
can be described as the follow;
8. Handouts
9. Newsletter
10. Factsheets
11. Photo novel
12. Wall Newspaper
13. Flyers
14. Bulletin

Poster – are useful publicizing forthcoming events and reinforcing
messages that farmers receive through other media. They should be
displayed in prominent places where a lot of people regularly pass by. The
most effective posters carry a simple message, catch people’s attention
and are east to interpret.
Leaflets – summarize the main points of a talk or demonstration, provide
detailed information that would not be remembered simply by hearing it,
such as fertilizer application rates or names of seed varieties. It is a single
sheet printed material containing brief information that is not necessarily a
step-by-step procedural instructions to follow but is also needed by the
farmers. It may bear on both sides and may be folded.
Circular letters – are used to publicise local extension activities, to give
timely information on local farm problems and to summarise results of
demonstrations so that the many farmers who cannot attend them may still
benefit.

Newspapers – are not widely available in rural areas. However, local
leaders often read newspapers and a regular column on agricultural topics is
useful to create awareness of new ideas and to inform people of what other
groups or communities are doing. This provides available channel for
transmission of educational information.
Primer – is a pamphlet or more than four pages containing essential
information on a technology package. Essentially, this is in the popular or
layman's level.
Brochure – thin, unbound book containing a specific topic, more detailed
than a leaflet.
Booklet – consist of up to 20 pages joined at the spine, longer than a
brochure.
Handouts – supplemental to lectures contain some topics or important
information discussed in the lecture.
Newsletter – a regularly issued publication, keeps people abreast to what is
happening in their field of interest.

Factsheet – contains useful information or instructions about a specific subject
matter; one-page, continuous publication.
Photo novel – generic for printed material in comics format; including illustrations
and text; a subtle way of putting a message where in a development message is
incorporated in the story.
Wall newspaper – this material is similar size and appearance to poster. One
difference though is that the world newspaper usually attempts to communicate
more than one idea and has more illustrations. Usually, it is posted at busy and
strategically located bulletin boards or walls or reading centres, schools or
barangay halls.
Flyers – is a single sheet printed material summarising information on technology
package or component technology. It bears illustrations and brief text, preferably
in the audience dialects. It is used as reference for further technical assistance
and for use as advanced handout information. It bears print only on one side.
Bulletin – is a semi technical publication on a package of technology intended for
extension worker.

Broadcast media - radio and television are
included under this section. Radio is a
presentation medium which basically makes
use of the audio mode in disseminating
information simultaneously to thousand or even
millions of potential receivers. Television adds
another dimension to the capability of radio, i.e.
One does not only hear but can also see the
event, object or the person disseminating the
information.
Exhibits - can be regarded as a public display
of technologies, innovations, products or even
services available to the farmers, fisherfolks,
entrepreneurs, in particular and the public, in
general.

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